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代写assignment:购买决策行为 Buying Decision Behaviour

时间:2017-07-21 21:17来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
了解消费者的购买行为是市场营销成功的关键。消费者购买行为被定义为为个人消费购买商品和服务的最终消费者、个人和家庭的购买行为。消费者购买行为可分为四类:复杂、多样化、不一致性减少和习惯性购买行为。这些不同的购买决策行为的涉入程度和感知的品牌之间的差异。市场营销的核心功能之一是尽可能高效和有效地连接买家和卖家。因此,营销人员必须深刻了解消费者的购买行为。
不同类型消费者购买行为与消费者涉入程度及品牌差异程度的关系。购买产品的参与程度与购买的重要性、所涉及的风险和所产生的认知加工类型有关。
 
1.0 Introduction 简介
 
Understanding consumer buying behaviour is crucial for successful marketing. Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (Kotler, Brown, Adam and Armstrong, 2001: 858). Consumer buying behaviour can be classified into four groups: complex, variety-seeking, dissonance-reducing and habitual buying behaviour. These buying decision behaviours vary in terms of the involvement levels and the perceived differences between brands (Lawson, Tidwell, Rainbird, Louden and Bitta, 1997: 523). According to Mitchell (2002: 71), one of the core functions of marketing is to connect buyers and sellers as efficiently and effectively as possible. Therefore, it is imperative for marketers to acquire a profound and comprehensive understanding of consumer buying behaviours.
 
2.0 Types of Buying Decision Behaviour 购买决策行为的类型
 
The relationship between different types of consumer buying behaviour with the level of consumer involvement and the degrees of differences between brands. The level of involvement in a purchasing a product is related to the importance of the purchase, the risks involved and the type of cognitive processing that is generated (East, 1997: 19).
 
2.1 Complex buying behaviour
Complex buying behaviour is personalised by high levels of consumer involvement in a purchase and significant perceived differences among brands (Kotler, et al., 2001: 211). Consumers usually apply complex buying behaviour when the intended purchases are expensive, infrequent and risky (Rowley, 1997: 88). Purchase decisions are more intricate compared to other products that are less costly (Chao and Gupta, 1995: 48). According to Adcock (1993: 54), buyers undertaking complex buying behaviour are likely to go through each stage of the decision making process. They will usually spend time inquiring about the product, evaluating alternative brands and comparing options before finally making the purchase. For example, a person who wishes to buy a car would be very involved in deciding what car to purchase. He or she will engage in an extensive information search, such as by visiting different car dealers, surfing the Internet and so on, to evaluate and compare the numerous types of models available in the market and also to scout for the best deals. They may take weeks or months to make a decision. A car is an expensive asset and will usually be used for a long time. As a result, consumers undergo complex buying decision behaviour to ensure that they will not regret their investment in future.(责任编辑:BUG)


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